Analyzing College Students’ Online Shopping Behavior through Attitude and Intention

By Jongeun Kim.

Published by The Social Sciences Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

This exploratory study examined attitudinal differences among college students on Internet shopping. College students were classified as non-web shoppers, web-store visitors, Internet browsers, and Internet buyers based on their previous Internet shopping experience. The model identified the theoretical factors, grouped into the three general categories of consumer, marketing, and technology that influence the online shopping of these four groups. Significant demographic background differences in terms of marital status, number of credit cards held, hours of Internet use, and primary use of the Internet were found among the four consumer groups. The attitudes and intentions of these four consumer groups towards online shopping were analyzed by using ANOVA. For four groups of consumers (non-web shopper, web-store visitor, Internet browser, and Internet buyer) on various variables including demographic background, technology and Internet experiences, and consumer, marketing, and technology factors were examined by using regression analysis to predict consumers’ future intention to purchase on the Internet. The key finding of the study was that the consumer factor, comprised of privacy, security and trust, time saving, ease of use, convenience, enjoyment provided by shopping, company reputation and tactility, was most significant for who intended to purchase online and who did buy online. The paper describes the study and concludes by highlighting contributions to e-tailers and business owners and the theoretical framework in the study will be utilized by consumer educators.

Keywords: Consumer Behavior, College Students, Theory of Reasoned Action, Internet Shopping, E-commerce, Fishbein and Ajzen

International Journal of Interdisciplinary Social Sciences, Volume 5, Issue 3, pp.365-376. Article: Print (Spiral Bound). Article: Electronic (PDF File; 688.268KB).

Dr. Jongeun Kim

Assistant Professor, College of Health and Human Development, Department of Family and Consumer Sciences, California State University, Northridge, Encino, California, USA

Jongeun Kim, Ph.D., is an Assistant Professor of Apparel Design and Merchandising at California State University, Northridge. She received her B.S. in Sociology from Ewha Women’s University in Seoul, Korea and earned a second B.S. and her M.A. both in Apparel Design and Merchandising from Kon-Kuk University in Seoul, Korea. She received her Ph.D in Human Environmental Sciences from Oklahoma State University in Stillwater. Kim has been teaching in higher education for over 10 years and has developed courses in apparel design, fashion theory, the culture and psychology of fashion, special needs/functional clothing and apparel and textiles in the global economy. Kim’s research focuses on consumer behavior, e-commerce and m-commerce marketing, sustainability and eco and green fashion. Kim has presented her work at national and international conferences, published her research in journals and conference proceedings and organized workshops and seminars sponsored by professional associations such as ITAA (International Textile and Apparel Association), AAFCS (American Association of Family and Consumer Sciences), HIC (Hawaiian International Conference) and AERA (American Educational Research Association).


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